We already know Kim Kardashian is a marketing genius, but her latest entrepreneurial endeavor really takes the cake. The SKIMS cofounder unveiled her shapewear brand’s forthcoming product on Instagram today, and fans are totally floored. On Oct. 31, SKIMS will release the Ultimate Nipple Bra ($62), an undergarment with built-in faux nipples.
The 2022 SI Swimsuit Issue cover star shared a campaign reel to her Instagram account on Oct. 27, and the climate change-centered video is unlike anything we’ve ever seen before.
“The Earth’s temperature is getting hotter and hotter, the sea levels are rising, the ice sheets are shrinking, and I’m not a scientist, but I do believe everyone can use their skill set to do their part,” Kardashian stated in the skit, which she noted was written by comedian Michelle Wolf. “That’s why I’m introducing a brand-new bra with a built-in nipple. So no matter how hot it is, you’ll always look cold.”
The comments section of both Kardashian’s personal post and the official SKIMS brand’s post were quickly flooded with supporters.
“This is it!!!!!!!!” La La Anthony cheered. “Nipples for all!!!!🔥🔥😂.”
“💀 SO good,” 2023 SI Swimsuit rookie Melissa Wood-Tepperberg added.
“I’m obsessed with you because this is genius 😍,” a fan applauded.
Many users were also quick to point out that the product will likely be popular with breast cancer survivors and praised Kardashian for being innovative.
“Kimberly. 👏👏👏 i mean, some women like cancer survivors etc WILL find value in this bra. Promise,” one person wrote. “Your marketing is always top tier.”
“I’ve just battled breast cancer and lost my right breast so for me this is genius!” someone else shared. “Can’t wait to get one 💕💕.”
Join the waitlist for the SKIMS Ultimate Nipple Push-Up Bra here and be among the first to purchase it on Tuesday, Oct. 31 at 12 p.m. ET.